ExRTW wrote:

They also failed spectacularly to manage expectations. When Dave J spoke out saying there would ‘not be a standard subscription model’, he unwittingly set expectations at ‘free to play’. When it’s announced that we’re essentially pay-per-hour, we get absolutely killed in the press, somewhat understandably. The game also announced far too early (though it kept being delayed), and had little to show but customisation for what seemed like years, largely because internally we (correctly) judged it to be the stand out part of the game.